CONSUMER CAPITALISM 3
Thelegacy of consumer capitalism arose between 1880 and 1930. The periodleft behind a legacy of mass production and advertising so as todrive sales. The society lost social satisfaction of human beings asthe focus was on getting money. The capitalist system introducedindividualism and the self are seen as a child who has constantdemands and need for instant gratification of needs (Korkotsides,2009). The consumerist capitalism represented the inability to controldesires and the need for more, which was the justification behindmass production.
Additionally,the consumer capitalist introduced the legacy of the world of freedomof expression, personal- fulfillment and a market that is perpetuallygrowing as it has no limits. The idea of limitless consumption ispresented as a liberating experience as it is synonymous to personalfreedoms of expression. This led to narcissism and a wide gap betweenthe workers or producers and consumers (Korkotsides,2009).Finally, the culture led to the legacy of a vast market that isalways growing was introduced during this era. The market was viewedas a place that cannot be exhausted and thus, the producers keptproducing, in large numbers to cover the existing market.
ModernAmerica faces the challenges of increased individualism and abreakdown of social bonds. The supposed freedom that comes withshopping has introduced a narcissistic society, which has alienatedhuman beings. The mass media has taken advantage of this gap to feedthe selfish desires of individuals and thus, there is always a façadebeing created by the media about the advantages of endlessconsumerism (Korkotsides,2009).The expansion of markets has also led to globalization, wheresocieties trade across continents. This spreads the risk acrosssocieties and disasters like the global economic crisis, now affectthe global market.
Korkotsides,A. (2009). ConsumerCapitalism.Routledge.